Mkt Ch1.2

the anticipation, stimulation, facilitation, regulation and satisfaction of consumer and publics demand for products, services, organizations, events, people, places and ideas through an exchange process.

production era

a time when companies focused on production of a few specific products.

"if we can make it, it will sell."

Few producers

sales era

a time when a company emphasizes selling because of increased competition

more producers

Sales! Sales! sales! not worried about the customers, just sales.

marketing department era

a time when all marketing activities are brought under the control of one department to improve short-run policy planning and to try to integrate the firm's activist.

marketing valued as a secondary function

marketing company era

a time when, in addition to short-run marketing planning, marketing people develop long-range plans, and the whole company efforts are guided by the marketing concept.

marketing is viewed a an essential part of the company.

Relationship marketing era

focused on building relationships with customers.

Marketing concept

a consumer oriented, integrated , goal oriented society.

an organizations aims ALL efforts at satisfying its customers - at a profit.

Marketing orientation

trying to carry out the marketing concept.

product orientation

companies focusing on making whatever products are easy to produce and them trying to sell them.

Customer value

the difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits.

Micro-macro dilemma

what is good for some firms and consumers may not be good for society as a whole.

social responsibility

companies must have this!

it is their obligation to improve its positive effects on society and reduce its negative effects.